Internet marketing has many dynamics but all of them converge to one major discipline-Web Analytics. No matter what you learn whether it is SEO, Social Media, Paid Search or anything else, your success entirely depends on your understanding of Web Analytics
The world of Web Analytics is as complex as Penrose stairs and our faculty can help you crack the code. You can learn excellent strategies such as segmenting for gaining insights into your visitors and better understand visitor behavior with respect to your website. You will be able to gauge search data more effectively and identify your “home pages”. Additionally, you can also get an overview of “conversation behavior”, isolate emerging trends and even revamp linking strategies associated with your core pages.
WEB ANALYTICS- What you need to know
** shall provide you with a complete overview of web analytics ranging from foundations to recent changes and challenges for the same. Conceptual level information regarding upcoming curriculum would be invaluable for you.
What you will learn:
- Why metrics can be considered as a vital performance indicator.
- Lack of insights with aggregate data and how segmentation can help you
- Creating audience dependant reports containing different information
- Survey responses you require for ensuring statistically significant results.
- Multi-channel analytics and efficient allocation of the marketing budget.
KEY PERFORMANCE INDICATORS (KPIs)- An introduction
This is a video series in which *** explains four basic attributes of a god KPI and also six examples of common KPIs. Information regarding what makes them great and tips on how to select the best KPI for your business needs are also provided. In addition to this, presentation tips for individuals/ teams are included.
What you will learn:
- Identifying and making use of great KPIs that are simple, relevant, useful and timely.
- Common differences between macro and micro conversions.
- Presenting KPIs to drive action.
- Segmentation and how they can make your KPIs more useful.
- An ideal dashboard and how to set it up
ADVANCED KPI ANALYSIS TECHNIQUES
Learn more than conventional KPI training with four separate metrics. With advanced KPI Analysis, you will also learn ways to improve your KPIs in terms of presentation which in turn simplifies them and enables you to combine them easily with other metrics.
What you will learn:
- Creating greater insights by limiting presentation data.
- How to utilize raw numbers to get better clarity with regard to percentages.
- Proper incentive structure.
- Avoiding compound metrics.
- How to avoid averages and alternate ways.
INTRODUCTION TO SEGMENTATION AND ADVANCED SEGMENTATION TECHNIQUES
**** provides you with tips for segmenting data. Additionally advanced strategies for segmenting your data and gaining insights into visitors are also provided. Five simple methods to segment your data with analytics software such as Google Analytics, ClickTracks, IndexTools etc are provided with information regarding how to use your new insights.
What you will learn:
- Importance of segmentation
- Basic segmentation with Google Analytics, ClickTracks, and IndexTools.
- Segmenting new/ returning users and how to customize user experiences.
- Segmenting based on search traffic.
- Optimizing acquisitions by segmenting referral sites.
- Building micro segments.
SEGMENTATION: A GOOGLE ANALYTICS FEATURE
*** takes you through advanced capabilities integrated into Google Analytics and explains the importance and practicability of this tool.
What you will learn:
- Using motion charts in Google Analytics and analyzing multi-dimensional data.
- Viewing data changes with time.
- Using custom reporting feature in Google Analytics.
- Making use of segmentation capabilities in Google Analytics.
- Using ecommerce reporting in Google Analytics to track affiliate data.
HOW TO CREATE ENGAGING AND ACTIONABLE WEB ANALYTICS REPORTS
**** shares some of the all time best web analytics reports in detail guaranteeing you new insights. This is sure to help you effectively monitor your search data and in identifying “home pages”. A better understanding of “Conversation behavior” would also allow you to revamp your linking strategy and isolate emerging trends in your data.
What you will learn:
- How to match your keywords for better search engine usage specific to varying purposes
- Decline in importance of home page as compared to the past.
- Understanding customer purchase behavior by segmenting days and visits-to-purchase.
- Revamping your linking strategy using “time to page” reports.
- Importance of “What’s Changed Report”.
- Using Greasmonkey to add a “What’s Changed Report” to Google Analytics.
USING INTERNAL SEARCH ANALYTICS TO GENERATE VALUABLE DATA
Better understand trends that are driving usage of search on your website using your internal data. Know the importance of understanding, analyzing and using internal data from your website and how to incorporate them into your Web Analytics Process. Understand different types of analysis that you need to do with your internal data. This would provide valuable insights into all important questions such as “What people are searching?” and “Quality of my search results”
What you will learn:
- Importance of internal site search.
- Two basic things critical for getting benefits from your internal site search data.
- Accessing your internal site search data.
- Understanding and focusing on the right internal site search metrics.
- Segmenting your internal search data.
BASICS OF WEBSITE SURVEYS
Understand the importance of surveys in web analytics strategy and how simple questions can help gain maximum insight into website visitors. *** details you on different types of surveys that can be used on your website. Also learn the pros and cons related to each type of survey and understand how to make filling up a survey interesting and informative.
What you learn:
- Importance of surveys in web analytics strategy.
- Why web analytics is good at the “what?” and bad at the “why?”
- Effective survey invitation methods.
- Simple questions that can engage your visitors.
Important information to look out for from your surveys
IMPORTANCE OF EXPERIMENTATION AND TESTING
This section details you on power of testing. Learn how to ask your visitors their web-experience without making them frown.
What you will learn:
- Learn why you are at a strategic disadvantage without testing.
- Three fundamental questions you can and should ask your visitors.
- Marketeering challenges.
- Improving conversion rates with relevancy
- Colossal benefits of experimentation and testing.
EXPERIMENTATION AND TESTING SIMPLIFIED: A/B AND MULTIVARIATE TESTING
Learn the two basic types of testing and how they can help you your solve problems. This module would clarify A/B and multivariate testing beyond a shadow of a doubt enabling you to use them effectively on your website.
What you will learn:
- Definition of A/B testing.
- Advantages and limitations of A/B testing.
- How multivariate testing works.
- Who all are the major multivariate testing vendors
- Advantages and disadvantages of multivariate testing.
MULTI-CHANNEL ANALYTICS: BEYOND YOUR WEBSITE
Find out how to test, measure and club your offline activity with your online data. Learn four ways to analyze your offline marketing activity and understand their effects on your online goals. This will give you a certain sense of security against fear of bleeding data.
What you will learn:
- Importance of multi-channel analytics.
- Contemporary challenges in measuring multi-channel activity.
- Ways to measure benefits of your offline activity with respect online channel
- Using unique coupons and offers in offline campaigns.
- Correlating traffic patterns with offline campaigns.